Breaking the circle at the horizon, Xibei fires the first shot in its deep transformation

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Before 12 noon, at the Tianbian Sandpot Braised Noodles in Beijing’s 798 Art Zone, there was not a seat to be found, and a long line formed outside the door to wait. The steaming aroma of braised noodles filled the air. In a semi-open kitchen, the cooking process is clearly visible. In the corner on the second floor, a small stage occasionally hosts light singing, and the art zone’s literary-and-arts atmosphere blends harmoniously with the everyday “smoke and bustle” energy of the streets.

This popular shop is precisely the new brand fully built by Inner Mongolia Xibei Catering Group—Tianbian Sandpot Braised Noodles. From the opening of its first store in Beijing, to its rapid rollout in Hohhot, and then to the on-the-ground装修 of the Shanghai store in full swing, the development speed is nothing short of fast. At key turning points of structural optimization and strategic upgrade, Xibei officially fired the first shot of its deep transformation.

Tianbian Sandpot Braised Noodles (798 Art Park store) — shot by reporter Imier of Shanghai Securities News

On-site visit:

A bowl of braised noodles wins over customers of all ages

During an on-site visit, a reporter from Shanghai Securities News saw that the Tianbian Sandpot Braised Noodles 798 store has a compact and well-organized two-floor layout, with more than 40 dining seats in total. The preparation area uses a semi-open visible kitchen in line with Xibei’s tradition: meals are served transparently, neatly, and efficiently. A stage and sound system are specially set up in a corner on the second floor. Fixed-time驻唱 performances closely match the vibe of the 798 Art Zone.

“Since the opening, operations have met expectations. Customer flow and table-turn rate have remained within a healthy range.” The store manager Chen Zhen told the reporter that customers are mainly office workers around the area, younger groups, community residents, and tourists, with a wide age range. Among them, Sandpot Spare Ribs and String Beans Braised Noodles and Sandpot Lamb with Spicy Sesame Braised Noodles have the highest click-through rates, becoming an unquestionable signature.

Priced at 40 to 50 yuan per person, it precisely taps into mainstream scenarios such as solo dining, catching up with friends, and light socializing. The products focus on braised noodles, noodle soup, and sandpot dishes. The structure is streamlined and meal service is fast. It both preserves the characteristics of Hetao flavors and fits today’s fast-paced consumption needs.

Chen Zhen said that choosing 798 as the Beijing flagship store is exactly because it values the diverse local population, rich consumption scenarios, and high feedback density—helpful for the brand to quickly refine its product and service model and optimize the service experience. At its core, it is about delivering great taste, efficiency, and experience.

Fully controlled by Xibei

Operating philosophy innovation and upgrade

According to Qichacha information, Tianbian Sandpot Braised Noodles is under Beijing Xibei Tenggeli Catering Management Co., Ltd., founded in November 2021 with registered capital of 1 million yuan. It is 100% held by Inner Mongolia Xibei Catering Group Co., Ltd. The legal representative is Sheng Hongxiao. The business scope includes catering management and food sales (only the sale of prepackaged foods).

At the same time, Inner Mongolia Xibei Catering Group Co., Ltd. has previously filed multiple trademarks in advance, such as “Tianbian” and “Tianbian’s Kitchen,” covering multiple categories including catering accommodation, and some have already been successfully registered—evidence of its long-term strategic intent.

As a differentiated new brand under Xibei, Tianbian steps out of the traditional Northwest-style full-service dining track and focuses on the detailed segment of Hetao flavors, forming a misaligned and complementary relationship with the main brand: it does not take the high-end route, does not create complex formats, and instead enters the mainstream catering market with a lighter, more approachable, and more distinctive positioning—opening up a completely new growth curve.

The birth of the Tianbian brand is not a simple trial of a new catering format, but a proactive transformation following deep reflection by Xibei.

A related person from Xibei said that by creating Tianbian Sandpot Braised Noodles, the aim is to explore a more transparent and more closely people-oriented catering service model, so that consumers can enjoy authentic and healthy Hetao flavors at approachable prices. This is an important innovation and upgrade to Xibei’s operating philosophy.

Even more worth noting is that during this transformation process, Tianbian’s operations team absorbed a large number of diverted employees within the Xibei system. Through internal absorption and a steady transition, the company properly arranged for the staff, minimizing—at the maximum extent—the fluctuations caused by structural adjustments, achieving a win-win outcome for both corporate optimization and employee stability.

Although many of the core backbones come from Xibei, Tianbian adheres to an independent operating mechanism. In terms of team organization, operating decisions, store management, and brand expression, it maintains independence. It not only inherits Xibei’s quality control and service DNA, but also has the flexibility and innovation characteristic of a new brand.

Lessons from a longtime restaurant enterprise’s transformation

Breaking through in a segmented track amid inventory competition

With consumption trends evolving and market competition intensifying, the transformations of leading catering companies have long drawn industry attention.

Using Tianbian Sandpot Braised Noodles as a breakthrough, Xibei went down to the mass market, focused on distinctive flavors, optimized its organizational structure, and balanced social responsibility. It has followed a transformation path of “steady, precise, light, and practical”: not blindly expanding, not clinging to high-end positioning, not ignoring employees, and not detaching from the market. With an unpretentious bowl of braised noodles, it reconnects with consumers and also redefines its own growth logic.

In today’s industry, as competition shifts from scale to quality, the truly durable life force of catering always comes from staying close to the masses, sticking to the flavors, and continuously innovating.

Tianbian’s first battle was a success. But Xibei’s deep transformation still has a long way to go.

Author: Zou Jianpu Imier

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